CFJ Law
Industry: Legal
Discipline: Strategy · Brand Development · Web Development
The Challenge
CFJ Law is the Brooklyn-based firm of Carl Forbes Jr., specializing in real estate, estate planning, and probate for families and businesses across New York. The firm serves a community that rarely sees itself in the profession — only 3.6% of U.S. real estate lawyers are Black. Carl needed a brand that established CFJ as sophisticated and legitimate. Our research found the gap: competitors all offered similar services, but their character — the "how" behind the work — was nowhere to be seen or felt.
Our Approach
We led with strategy, digging into CFJ's "why." The name became the foundation: Carl Forbes Jr., where Law & Real Estate meet NYC & Jamaica. We positioned the firm as a compassionate "guiding hand" in legacy-building, grounded in a clear archetype, a "Sophisticated Blue Collar" personality, and values of integrity, family, and honesty. That drove everything downstream — a refined logotype and crest, a vibrant yet sophisticated look, and a messaging system tailored to every audience, all laddering up to one idea: Our Pride is Your Success.
The Result
CFJ Law now has a brand with the depth of character its competitors lack — one that signals legitimacy while speaking authentically to the community it serves. From logo to language, the firm's "how" is finally visible and felt: a compassionate guide for Black families building and protecting generational wealth in New York.
